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Globalization and irm’s quality orientation: a review of total quality management practices in manufacturing sector91X Globalization and firm’s quality orientation: a review of total quality management practices in manufacturing sector aHayat, M. Awan, bM. Ishaq Bhatti and cKhuram Shahzad Bukhari a c Institute of Management Sciences, Bahauddin Zakariya University, MultanPakistan bLa trobe University, Melbourne Australia Introduction Most of the developed Countries have progressed during the past couple of decades through internationalization of their products and services. Pakistan like other developing economies is also trying hard to exploit business opportunities in international markets and has succeeded as far as textile and sport ware are concerned. Pakistani Sports Industry, though always relying on high quality products, lacked a formal quality management programme till 1990’s. It was during this decade that most of sports industries adopted a formal quality management programme in the shape of ISO-9000. The Johanson and Vahlne model sees internationalization as a process in which the enterprise gradually increases its international involvement. This process evolves in interplay between the development of knowledge about foreign markets and operations on one hand and an increasing commitment of resources to foreign markets on the other but the question arises how? What makes a product sell? What are the prime requisites for internationalization? The factors determining sale success and successful internationalization process are many and varied. They include market conditions (Dale, 1996), the nature of the product, the image created by advertising, the socio-cultural background of customers (Martinez and Rodriguez; 1997), credit facilities and many more. One major factor that appears in all conditions is “Product Quality” as perceived by the customer. It can be argued that powerful media campaigns can create demand for anything. This may be possible as far as the initial launch of the product or the first sale is concerned. However repeat and sustained sales can be achieved only on the basis of good quality at a reasonable price. A business concern could fail despite producing good quality products, but with poor quality no enterprise can sustain itself for long particularly when it comes to globalization.